SQUARE ONE KEEPS FASHION IN MIND DURING CONSTRUCTION
By Adnews Staff
Square One shopping centre in Mississauga, Ontario is using an "Under Construction But Still In Fashion" advertising campaign to put a positive spin on its expansion instead of apologizing for the construction and the inconvenience it causes customers. The campaign was created by the centre's ad agency Young & Rubicam of Toronto and launched in late-June in the Mississauga area. With the goal of maintaining customer traffic as well as sales during the construction process, the campaign attempts to create positive awareness using transit shelters, bus murals, newsletters and in-mall signage. The advertising concept incorporates humor by depicting construction workers in various fashion poses. The campaign is scheduled to run until mid-October and will be followed by a new re-positioning ad effort to support the expansion opening in early November. Advertising is being supported with public relations from Fruitman Communications Group of Toronto.